Case study: BCBS of TN uses interactive calls to boost wellness

Today, much of the talk around changing health behavior centers around newer tools like text messages and Twitter. But that hasn't stopped BlueCross BlueShield of Tennessee from building its latest wellness initiative around one of the oldest of communication tools available--the telephone--in an effort to change consumer behavior.

Working with communications strategy vendor Eliza Corp. of Beverly, MA, BCBST will communicate with its 3 million members in Tennessee through interactive, automated calls on varied health and wellness topics. The calls make use of Eliza's 300 million past contacts to communicate with consumers as individually as possible, using specialized business intelligence software designed for the purpose, the vendor says.

BCBST's program will include calls focused on management of chronic illnesses, reminders for patients to get preventive screenings and medication calls. The calls will be driven by Eliza's Continuity of Care Record, which is designed to support the use of portable consumer health records.

Eliza execs say that in the past, their programs have been able to increase participation in stop-smoking programs, boost med adherence and increase activity in children at risk for obesity.

To learn more about the program at BCBST:
- read the Healthcare IT News piece